Sensory Marketing (E)
Niveau der Lehrveranstaltung/des Moduls laut Lehrplan
first cycle
Lernergebnisse der Lehrveranstaltung/des Moduls
At the end of this course, students will be familiar with the domain of sensory marketing. They will have an in-depth understanding of how sensory cues shape consumer perception, affect emotions and, finally, behavior. Beyond, they will know how companies can make use of the principles of sensory marketing as a marketing tool.
Voraussetzungen laut Lehrplan
none
Lehrinhalte
The course provides an in-depth knowledge of the science of sensory marketing. Beyond, it focuses on the application of theories and models to real life cases, discussions as well as implications and limitations of the models. It includes a number of team exercises, case studies and group work. We share knowledge, engage in discussions and create new perspectives and ideas in class.
empfohlene Fachliteratur
Hultén. Sensory marketing: Theoretical and empirical grounds. Routledge, 2015.
Krishna. "An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior." Journal of consumer psychology 22.3 (2012): 332-351.
Krishna, ed. Sensory marketing: Research on the sensuality of products. Routledge, 2011.
Krishna. Customer sense: How the 5 senses influence buying behavior. Springer, 2013.
Bewertungsmethoden und -kriterien
Group work (presentation, paper)
Active course participation (case studies & discussions)
Unterrichtssprache
Englisch
Anzahl der zugewiesenen ECTS-Credits
3
eLearning Anteil in Prozent
0
Semesterwochenstunden (SWS)
2
geplante Lehr- und Lernmethoden
Mixture of lectures, student-led teaching, group projects and case studies
Semester/Trimester, in dem die Lehrveranstaltung/das Modul angeboten wird
2
Name des/der Vortragenden
Prof. (FH) Dr. Kristina Kampfer
Kennzahl der Lehrveranstaltungen/des Moduls
IP_BUS115
Art der Lehrveranstaltung/des Moduls
Integrierte Lehrveranstaltung
Art der Lehrveranstaltung
Pflichtfach
Praktikum/Praktika
none
